Corporate identity is a compilation of several things. It is the sum of a company’s individual parts. There are many physical as well as other, more subtle characteristics that communicate a company’s overall identity. Even recognizable trademarks would be long forgotten without corresponding support and communication mechanisms.
One of the most visible aspects of a corporation’s identity is its logo. An effective logo differentiates itself from the competition and provides high visibility. Companies should put a lot of thought into their logo design with consideration given to several factors. First and foremost an audience must be determined. Studying the competition might also be beneficial to logo development. A company’s logo is what sets it apart from the competition. It should be proudly displayed on all advertisements. Consistency is extremely important to effective branding.
To get an idea of what works, newer companies should take a look at long established corporate identities. Until your audience can easily identify your company, branding will be near impossible. The idea that a company can design an entire campaign around just its logo is a fairly new concept. Ease of identification makes it possible to advertise your company culture instead of just a specific product.
Once you have developed a successful product and an easily identifiable logo, your company’s image and reputation become an important part of your corporate identity. High quality products and services build trust in your brand. With trust comes a level of comfort that consumers can feel.
Legal issues such as trademark infringement are serious corporation issues. Distinguishing your brand avoids any challenges or simple confusion. A corporation should have complete control over its identity and should never allow others to use its logo without permission. Corporations should also be able to integrate new messages or adjust existing logos in order to accommodate changing times.
A familiar brand identity offers employees a feeling of pride in their company. Employees of well established companies enjoy higher morale, recruitment and retention.
Alter Impact has over thirteen years of experience helping businesses both large and small create memorable brands. For more information, please contact us today.